Building a Culture Compatible with Brand

by Jody Ordioni

Building a Culture Compatible with Brand

Aiming for simply a 'good' culture in the company means that you are setting the bar very low. Each company places importance on values such as integrity and teamwork; you need to mark out your brand in a manner that distinguishes you from others. If you wish for a specific brand image, you also need to integrate values into the company culture that sets it apart from the competition. Employee behavior and attitudes have to be cultivated properly to achieve the desired outcome.

Aspirations for internal changes do not lead to the growth of the company. The desired brand identity is how employers wish their organization to be perceived and experienced by their customer base and varied stakeholders. Aligning and integrating the company's actions to this brand identity would imply that the employees make decisions and deliver on the tasks and promises of the company.

Evaluating your Brand Position

The bridging of culture and identity demands extreme hard work. Evaluation needs to be done as to where the brand identity stands and where you aspire to take it. Different brand types share strategic approaches to shape their competitive positioning.

Archetypes are used to create different profiles for each company. These archetypes mean strategic positions that the brands occupy and how they are positioned in relation to each other. This allows them to create narratives that they can occupy and marketing strategies to be utilized during advertisement campaigns.

The 'types' of brands are often overlapping. Multiple characteristics are shared by various companies and some values are such that they should be adopted by each company. For example, each brand should concentrate on delivering the best service to their customers.

However, a brand that specializes in being the service brand type lays special emphasis on delivering top-notch customer care. The strategies of such companies are centered around making a name through their great services.

Each brand type shares two particular characteristics. The first is known as the point of reference, that is, the position your brand occupies, in relation to how you want the customer base to perceive your brand. Secondly, the tone of the brand is also its distinguishing factor, which means the way in which the brand expresses itself.

Brand and Core Values

The step to take after understanding the profile of your business, is to align the external with the internal. Culture is an important factor in determining the type of brand that your company adopts. For example, if the brand type of the company is disruptive, then it is important to enable a culture that promotes risk-taking, also allowing employees to take bold steps and think outside of conventional constructs. Therefore, determining the core values of a company is extremely important to determine the culture.

Core values are the cornerstone of any company culture. They are important in determining and upholding the priorities and principles that employees at your company should value. They are fundamental in highlighting the aspects that your company places importance on and also dictates the behavior your employees should integrate into their workplace attitude. Core values become the foundation stone on which the culture of the company can be built. Some of the brand types and the values they should consider are:

  1. Disruptive Brand: Risk-taking, competitive, stand out
  2. Innovative Brand: Experimentation, inventive, continuous growth
  3. Value Brand: Accessible, pragmatic, fair
  4. Luxury Brand: Sophisticated, distinct, fashionable
  5. Experience Brand: Entertainment, enjoyment, originality

These values are not the sum of any brand; rather, they should be used as the starting point to draft core values unique to your brand. You have to own the values that you wish to see in your culture and then adapt them to your company culture. The application of such values should be company-wide and should become the norm within the culture of the company.

The Bottom Line

The culture of the company has to be as distinguishable as the brand itself. It doesn't matter if your brand type projects the company as maturing, analytical, friendly, or competitive, building strong core values is essential for each company. It is also important to remember that just like there is no one type of brand, there is also no singular or correct culture.

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